Dwayne “The Rock” Johnson was named Hollywood’s highest-paid actor by Forbes in 2024, earning a net $88 million.
Beyond his film career, Johnson currently portrays “The Final Boss” in WWE, serving as the company’s top on-screen antagonist. He also holds a seat on the board of TKO Group Holdings, the parent company of WWE.
Johnson began his professional journey in football, but injuries cut his career short. He soon transitioned into professional wrestling, where he rose to global fame—paving the way for a successful Hollywood career.
However, not every business venture has gone as planned for the 52-year-old entrepreneur. Below are three of Johnson’s most notable business failures.
The Financial Struggle of the XFL Relaunch
In 2023, Dwayne Johnson’s XFL relaunch faced major financial struggles, losing an estimated $60 million. His XFL investment was $15 million, which he made alongside ex-wife and business partner Dany Garcia and Boston Red Sox minority owners Red Bird Capital in 2020.
Despite the financial loss, Johnson claimed he is in it for the long haul.
The XFL was a success, however, in terms of average margin of victory, pace of play, digital impressions, and the number of players getting tryouts from NFL teams. It did manage to $80 million in revenue, including $20 million from ESPN, but ultimately did not turn out to be a profitable venture.
NBC Cancelled “Young Rock” After Three Seasons
“Young Rock” was a sitcom which aired on NBC between February 16, 2021, and February 24, 2023. The show revolved around the electrifying life of Dwayne “The Rock” Johnson separated into four stages—his childhood, high school years, his college days as a frustrated benchwarmer, and finally, a fictionalized version of him a decade later, when he is running for office in the 2032 United States presidential election.
It is narrated in a flashback format, beginning from the year 2032.
Despite starting out reasonably well, “Young Rock” failed to garner ratings as it went on. NBC ultimately pulled the plug on the show.
A common sentiment regarding the show was that it had less to do with his wrestling career, perhaps Johnson’s most noteworthy time. WWE veteran Jim Cornette criticized the show for its historical inaccuracies and for the unflattering portrayal of other wrestlers.
His Army Recruitment Campaign in 2024 Failed To Garner New Recruits
More recently, Dwayne “The Rock” Johnson’s $11 million partnership with the U.S. Army to boost recruitment through social media promotions fell flat. Launched in early 2024, the campaign—carried out in collaboration with Johnson’s United Football League—faced criticism for mismanagement and wasted resources.
The original agreement called for Johnson to post five promotional ads on his Instagram account. However, he only delivered two. Combined with the campaign’s failure to generate the expected recruitment results, the Army has since sought to recover a portion of the funds.
While Dwayne Johnson remains one of the most influential figures in entertainment, his recent setbacks serve as a reminder that even the most successful celebrities aren’t immune to missteps. As he continues to expand his empire, how he navigates these challenges may define the next chapter of his multifaceted career.